Pearlfisher creates conceptual medical marijuana brand Allay
Pearlfisher has created a conceptual medical marijuana brand named Allay in conjuction with Surface Magazine.
The American design, architecture, and fashion magazine approached Pearlfisher with an open-ended brief to develop a theoretical brand that imagines the future of marijuana.
While the agency initially had doubts around the idea, it decided that given consumer adoption of medical marijuana in the US for health benefits it decided to charge ahead and developed a conceptual challenger brand that is designed to provide relief from chronic stress, anxiety and pain by harnessing the alleviating power of the marijuana root.
Allay takes the form of three products, including a smart wristband that reads the symptoms of the wearer and releases doses of marijuana at predetermined intervals. Meanwhile an edible oil, which is easily transportable in a handheld dropper, can be added to foods at a patient’s discretion, while dissolvable oral tabs, offer as-needed relief.
Jonathan Ford, Pearlfisher founding partner and CCO commented: “For me, the true test of Allay’s marketable feasibility was whether my partners, who were originally against the idea of creating a marijuana brand, would use the Allay range if it were medically recommended to them.
"It was their agreement to this in the final creative review that put the eventual stamp of approval on our concept that was born out of an internal desire to challenge one another, test our challenger brand thinking and showcase our strategic branding capabilities.”
To monitor reactions and interest of Allay as a viable concept, Pearlfisher has set up a temporary website for the brand (www.allay-med.com) and a temporary Instagram account (@Allay_Med). While the May issue of Surface is on stands, both will be updated and monitored to gauge interest in the concept.